Measuring Sources of

Brand Equity

Consumer Research
Qualitative

Free Associations
Projective Techniques
Brand Personality and Values
Experiential Methods

Quantitative

Awareness
Image
Brand Response
Brand Relationships

Qualitative Techniques

Can You Tell Me Something About

The Owner of this Bicycle

What About This ?

What if this had been a Person?

And This??

What if this had been an Animal?

And This??

And This??

What is She Saying?

Read the Lists

List 1
Godrej Chicken
Ferrero Roche
MTR Gulab Jamun
Mix
Nescafe instant
coffee
Dabur Home Made
MDH Meat Masala
ITC Kitchens of India
(Palak Paneer)

List 2
Dressed Chicken
Darjeeling Tea Leaves
500 gm Ginger
200 gm Garlic
2 kg Potatoes
1 kg Flour
Dairy Milk Chocolate

The ZMET Interview

Storytelling

about Pictures
Missing Pictures
The Triad Task
Metaphor Probe/Expand the Frame
Sensory (Non-Visual) Metaphors
Vignette
Digital Imaging

Focus Groups
5-12

category users in structured location

Facilitator learns from respondents
Protocol prepared
Open-ended questions used
Results used to identify themes
Written report to client and creative team

Quantitative Techniques

Fill Up
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Read The Ad

Describe

Awareness
Recognition

Name
Packaging
Eyeball Tracking

Recall

Aided
Unaided

Guessing

Errors

Image research
Open-ended measures for
strength, favorability, uniqueness
Scaling techniques
Likert scale for likeliness
Free-choice for brand attribute association
Ranking order of brands

Perceptual Map: Painkillers

Can You Identify The Dimensions?

Brand Responses
Purchase intention
Action - Buy for self or as a gift
Target - Types of products and brand
Context - Store, conditions, occasion
Time - When, how soon

Brand Relationships
Behavior

loyalty
Brand substitutability
Other brand resonance dimensions word-of-mouth, on line